Rochdale Borough Council wanted to produce a new promotional campaign for fostering. Previous fostering communications had always appeared in the standard council branded template. Our task was to produce a completely new look and feel for all future fostering communications. One that still referenced that it was part of the council but something more distinctive that would resonate with the target audience.
Our approach to making this campaign different to all other council communications was to establish a completely new layout and colour scheme. Something much more approachable and less authoritative. The new layout also needed to be flexible to work across a wide range of OOH and digital media. Part of this new design was the creation of an identity lock-up that would clearly signpost that this was a fostering message, backed up by the local authority.
The new design puts more emphasis on the use of photography. We felt it was important that any fostering imagery needed to look authentic. This meant avoiding the typical cliched photo stock photography and sourcing imagery from elsewhere. With the imagery set within roundels it allowed for each design to accommodate multiple images, and therefore giving us the capacity to show a range of people, ages, and ethnicities representative of the local population.